Church & Dwight Says Goodbye To Brillo

2010-03-12 | 08:37

Armaly Brands buys nearly century-old steel wool soap pad.

Armaly Brands—a manufacturer of polyester-based sponges based in Alled Lake, MI—has acquired the Brillo brand from Church & Dwight. Terms of the acquisition were not disclosed. Armaly said it plans to invest in product development and marketing for the venerable brand, expanding both North American and global distribution. "Brillo invented the steel wool cleaning pad and remains one of America's most recognizable brands," said John Armaly Jr, president of Armaly Brands. "The strength of the Brillo brand, coupled with its broad and complementary retail distribution, make it a great addition to our sponge products….Brillo has technology that is preferred by consumers, and we look forward to expanding the product line and also leveraging this great brand to offer a broader suite of cleaning products to our consumers through our retail partners." Founded in 1908, Armaly's products include sponges sold under the Armaly ProPlus, Estracell and SoftGrip banners.